FooDS
Volume 3, Issue 2: June 12, 2015
FOOD DEMAND SURVEY
About the Survey
FooDS tracks consumer preferences and sentiments on the safety, quality, and price of food at home and away
from home with particular focus on meat demand. FooDS is a monthly on-line survey with a sample size of at
least 1,000 individuals, weighted to match the US population in terms of age, gender, education and region of
residence. See the online technical document for more details.
MEAT DEMAND
Willingness-toPay
Last Year:
June 2014
Last Month:
May 2015
Steak
Chicken
Breast
Deli Ham
Chicken
Wing
Beans &
Rice
Pasta
$7.52
$5.35
$4.50
$4.14
$2.89
$2.73
$2.62
$3.82
$7.45
$5.36
$4.70
$4.19
$2.47
$2.23
$2.04
$3.49
June 2015
$7.73
$5.66
$4.22
$3.79
$2.50
$2.45
$2.30
$2.87
% change
(May - June)
3.76%
5.60%
-10.21%
-9.55%
1.21%
9.87%
12.75%
-17.77%
Hamburger Pork Chop
Willingness-to-pay (WTP) increased for all meat products in June, except for hamburger and pork chops.
Chicken wings witnessed an approximate 10% increase, and hamgurger an approximate 10% decrease, from
one month ago. WTP for all meat products is lower relative to this time last year, with the exception of steak
FOOD EXPENDITURES
June 2014
Current weekly
at home
$94.84
Current weekly
away from home
$46.89
Anticipated change in at
home in next 2 weeks
-0.16%
Anticipated change away from
home in next 2 weeks
-1.63%
May 2015
$96.32
$53.23
-0.43%
-1.49%
June 2015
$93.18
$51.93
-0.51%
-1.47%
% change
(May - June)
-3.26%
-2.50%
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Food expenditures for food eaten at home decreased 3.26% from May. $51.93 was spent on food away from
home, a 2.50% decrease relative to last month. Consumers expect higher meat prices and expect to buy more
chicken compared to one month ago. Inflationary expectations are lower than was the case a year ago.
Food Demand Survey | Oklahoma State University | [email protected]
Jayson Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465
Susan Murray | Research Specialist | 405-744-4857
This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the
Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture.
Consumer Expectations
FooDS Page 2
AWARENESS & CONCERN TRACKING
GMO, bird flu, and Salmonella were the most visible issues in the news over the past two weeks. For the third
month in a row, the largest percentage jump in awareness was for bird flu, and in May it was the second most
visibile issue in the news. Salmonella, E. coli, and antibiotics were ranked as the top three concerns during
June. The largest percent increase from last month was for bird flu, swine flu, and mad cow. The largest
percent decrease in concern was for lean finely textured ground beef. This is the first time for bird flu to be
ranked in the top three issues of awareness and for concern since the beginning of the survey.
Awareness of Food Issues
Food Demand Survey | Oklahoma State University | [email protected]
Jayson Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465
Susan Murray | Research Specialist | 405-744-4857
This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the
Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture.
Concern for Food Issues
FooDS Page 3
GENERAL FOOD VALUES
Taste, safety, and price remained consumers’ most important values when purchasing food this month.
Consumer values remained similar to those in past months, with an increase in perceived value of naturalness,
and a decrease in perceived value of taste, safety, and price. Similar to previous months, consumers reported
that their main challenge was finding affordable foods that fit within their budget. Finding time to cook at
home and finding food children will eat remained the least pressing challenges. Compared to one month ago,
the challenge of finding food children will eat increased 2.30%. 7.01% of participants reported having food
poisoning, a 32.51% increase from May.
Consumer Challenges
Consumer Values
Food Demand Survey | Oklahoma State University | [email protected]
Jayson Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465
Susan Murray | Research Specialist | 405-744-4857
This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the
Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture.
FooDS Page 4
AD HOC QUESTIONS
This month, consumers were asked the following question: “All things considered, how satisfied are you with
your life as a whole these days? Using the scale below, where 1 means you are “completely dissatisfied’ and 10
means you are “completely satisfied”, where would you put your satisfaction with your life as a whole?”
Participants rating their life satisfaction at an 8, were the highest of the group at 23.23%. Only 6.81% of
participants said they were completely satisfied with their life as a whole, where as 6.49% said they were
completely dissatisfied.
Life Satisfaction of Consumers
Food Demand Survey | Oklahoma State University | [email protected]
Jayson Lusk | Regents Professor & Willard Sparks Endowed Chair | 405-744-7465
Susan Murray | Research Specialist | 405-744-4857
This project is supported by a Willard Sparks Endowment, the Oklahoma Agricultural Experiment Station, and the
Agricultural and Food Research Initiative Competitive Program of the USDA National Institute of Food and Agriculture.